Upon gaining a deep understanding of the firm, who they are, and where they are headed, we were compelled to design a modern, clean, and unique logo. The original firm logo was not completely dated, but it did not capture the essence of Robson Carpenter, and its icon (a tri-rectangle symbol for buildings) was lackluster. We captured the firm’s visual brand by way of a fresh, unique, and standout colour palette, paired with a simplified and unique logo in all lowercase fonts, with the use of simple dash iconography to emphasize the initials of the founding partners. We also created various uses and a simple icon to be used for business cards, and other small format printing.
For the firm’s new website, we knew it needed to be clean, simple, functional, and straightforward. Our design team ensured that all colours and fonts were AODA compliant and that all visual brand elements used, were aligned with the brand strategy. With this website we wanted to find a balance between a simplified user experience and providing a user with all the information they need, whether they are a potential client, an existing client, an internal stakeholder, or a recruit. We wanted to ensure that the navigation was simple, easy to use, and easy to navigate. We wanted to ensure that the user knew exactly what this firm specializes in, upon landing on the home page. Lastly, we wanted to ensure that we spoke to a user in plain language, without legal jargon and without any fluff – a common characteristic of the firm’s lawyers.
As part of our engagement, we interviewed the team and crafted new bios for all of the firm’s lawyers. It was important that the bios were written with a consistent tone of voice, and with elements of the brand strategy infused into the content. Along with the bios, Cubicle Fugitive also crafted the firm’s new content that would be showcased on some of the key pages on the website such as the Home Page, Who We Are, Join Us, and all headlines used throughout the site